Yobota's TOV & other brand assets

Challenge

Without really planning for it, in the four years since its conception, Yobota had already built certain brand assets. As far as the tone of voice goes, the challenge was to reconcile the past communication with the vision of how the brand will sound in the future.

Context

Yobota has been around since 2016. As with any new company, the the focus in the first years was to acquire new clients and build trust. The brand came in second.

When that happens, there usually comes a point when the company needs to reposition the brand – assets are re-evaluated, consolidated or changed.

The tone of voice is one of those key ingredients of a brand – it stands for how the brand sounds and feels. Creating it turned out to be a bigger endeavour than initially thought, mainly because the brand’s values and vision were not properly articulated. So the process of finding the brand’s voice largely implied identifying its core principles.

Process

Before getting into the actual writing the tone of voice, together with my team, we went though comprehensive research and strategy phases. There is a lot to be said about the rebranding process the tone of voice was part of, but in a nutshell, here’s how it went.

  • I interviewed both Yobota employees and clients.
  • I looked into competition – communication & marketing strategies, brand positioning.
  • I audited Yobota’s communication.
  • We ran workshops about brand identity.
  • A lot of time has gone into researching the best tones of voice on the market. 

Deliverables

  • Discovery document – A comprehensive document which elaborates on all the steps and findings we’ve gone through in the research phase of rebranding
  • TOV document – A two-pager which illustrates how Yobota sounds as a brand
  • Brand values, mission and vision statements

COMPANY

Yobota

INDUSTRY

fintech

PROJECT

rebranding

KEYWORDS

research
brand positioning
tone of voice

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